Canon frames 'Your Second Shot' campaign to boost PowerShot cameras

Share this content:

Canon USA has launched an integrated campaign, “Your Second Shot,” to boost sales of its PowerShot digital cameras. The effort includes a sweepstakes, television, print and online elements.

Canon worked with Dentsu, its advertising agency of record for the PowerShot brand, on the initiative.

Michelle Fernandez, senior manager of camera marketing at Canon, said the company's goal is to drive consumers to the microsite, as well as to educate them about the Canon HS System, a technology used to enhance image quality in low light situations without the need for a flash.

“[We want] to increase awareness and appeal of the HS System,” she said. “We want to showcase true consumer benefit and deliver on the promise of a good shot.”

The company created a microsite and placed banner ads on various technology and consumer websites. Print ads will appear in Parents magazine as well as Teen Vogue.

The sweepstakes asks consumers to upload stories and photos to the microsite about a memorable moment that lost due to poor image quality. Canon is giving winners the opportunity to recreate those moments, or to inspire the next Canon commercial.

The campaign highlights a real-life young couple who traveled to Barcelona to take a photograph at the café where the woman's parents first met. The photo they took didn't come through, so Canon is sending them back to Barcelona to recreate it with a PowerShot digital camera.

The sweepstakes, which will run from October 4 to October 31, will give entrants a chance to win a PowerShot camera each week.

Consumers can also opt in for future promotional e-mails, said Fernandez. The microsite asks consumers to disclose their first and last names and e-mail addresses when uploading content.

The target demographic is 18-to-49 year-olds, with the campaign casting a wide net with stories that would appeal to anyone, said Fernandez.

Canon will measure the number of click-throughs on its banner ads, the length of time consumers spend on the microsite, the amount of interest generated by the contest and the sweepstakes, as well as sales generated, she said.

Loading links....

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here